Case Study: Mont Marte International
Duration: 2.5 years
Mont Marte is a renowned Australian art supplies brand, dedicated to inspiring creativity and making art accessible to everyone. Founded in 2002, the company has grown rapidly, offering a diverse range of high-quality, affordable art materials that cater to artists of all skill levels. Stocked in 99 countries around the world, Mont Marte's extensive product line includes everything from paints and brushes to canvases and easels, all designed with the artist's needs in mind. With a strong focus on innovation and fostering artistic expression, Mont Marte has earned a reputation for delivering exceptional value, making it a favourite choice among professionals, hobbyists, and art enthusiasts alike.
The Challenge: data-driven strategy and optimisation
Mont Marte International engaged Partners in Digital to execute a strategic focus program that aimed to optimise their marketing efforts between 2020-2022. The program involved conducting a comprehensive review of Mont Marte's current marketing initiatives, identifying opportunities for improvement, co-defining growth strategies, and creating a strategic plan, budget, and reporting model. Additionally, we established a go-to-market plan and launch framework for their new direct-to-customer sales channel. By implementing these strategies, Mont Marte was able to achieve their marketing objectives and set the stage for future success.
The Approach
Define the Agile Strategic Framework.
Define the customer segments and identify growth segments.
Build a strategic plan focusing on long-term {brand} and short-term {performance} strategies that enable the business to build revenue and brand value perception.
Audit the marketing capabilities and design a learning and coaching plan for internal team members and an outsourcing and new staff acquisition plan.
Establish the technology brief and digital partner ecosystem.
Lead the implementation of core strategies as well as the evolution of the Agile Strategic Framework.
The Outcome
Successfully transitioned to data-driven marketing practice, optimising our campaigns and enabling informed decision-making.
By building a storytelling framework for content, the Mont Marte brand blueprint was successfully activated across all touch-points, creating a more cohesive and impactful brand identity.
The sales team served as champions of the direct-to-customer (DTC) launch plan, contributing to the successful implementation and launch.
A customer journey team was established, fostering collaboration and ongoing improvement to optimise the customer experience continuously.
A digital health tracker scorecard was delivered to measure the success of marketing strategies and make data-driven decisions to improve & optimise performance collaboratively.
Key Learnings
Regular collaboration with the GM and head of marketing was key to achieving success.
We demonstrated how our long-term {brand} strategies would bring a solid return on investment and make a positive impact, securing support and resources.
The team culture rewarded challenge and honesty, allowing us to quickly workshop new challenges and implement solutions.
Regular strategic check-ins enabled us to remain agile and responsive to market shifts.
"Partnering with Jane has been a game-changer for our business. Her expertise and guidance have made it incredibly easy for us to transition to digital, with a thorough understanding of the metrics that matter and how to use them to drive success. From building measurement tools to developing comprehensive reporting, she's been with us every step of the way. The Agile Strategic Framework has been an invaluable tool for us, enabling us to break down our vision for the business into key strategies, budgets, actions, and tasks. It's a powerful tool that every business should implement, and we're thrilled with the results we've achieved with Jane's support." Salome Van Herp | Mont Marte Marketing Manager
"The ASF {Agile Strategic Framework} opened my eyes to a more structured approach for our marketing department. It allowed us to identify market opportunities and prioritise them. It also provided a framework to establish an ROI for each strategy which can be pretty tricky in marketing. The most valuable part for me was seeing how well the ASF has worked for marketing and how it could be a valuable asset for all departments and all companies in the Mont Marte group. Jane is a business strategist and would bring value to any area of business or board. She can engage an entire room of people at all company levels with very different points of view. She encourages respectful, robust conversation that considers everyone's point of view. Her approach leads to higher creative thinking, alignment and buy-in from everyone on the team". Cheyne Kent | Mont Marte International GM